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Bridging the Divide : Western Development and Chinese Culture. Richard Tsao – Managing Director Jean-Francois Vallee – Technical Production Manager Ubisoft Chengdu March 2010. www.creatorsofemotion.com. …a future leader in the online game industry? . www.creatorsofemotion.com.

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Bridging the divide western development and chinese culture

Bridging the Divide: Western Development and Chinese Culture

Richard Tsao – Managing Director

Jean-Francois Vallee – Technical Production Manager

  • Ubisoft Chengdu

    March 2010

www.creatorsofemotion.com


A future leader in the online game industry

…a future leader in the online game industry?

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

CHINESE GAME INDUSTRY

Consoles, PC Games and Piracy

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

A 10-YEAR OLD INDUSTRY

Tencent, The9 & Shanda went public

Shanda become No.1

FANTASY WESTWARD JOURNEY

Perfect World &

Giant went public

ZT ONLINE

2004

2007

2010

2005

2000

2009

WORLD OF WARCRAFT

Shandastarted F2P

DUNGEON FIGHTER ONLINE

Tencentbecame new No.1

NetEase took over WoW

KING OF KING

1st MMORPG was born

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

CHINESE GAME INDUSTRY

PC Online Games

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • Official number of

  • Online game player population?

69 million (through 2009)

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

CHINA, A BOOMING MARKET

Source: China’s Ministry of Culture

  • 361 existing online games (Open Beta)

  • MMORPG vs. MMOothers = 79%vs. 21%

  • Top 3 players combined take up 52.9% market shares

DUNGEON FIGHTER ONLINE

AION, LEGEND OF MIR 2

WOW, FANTASY WESTWARD JOURNEY

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

  • TOP 10 GAMES OF CHINA FOR 2009

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Bridging the divide western development and chinese culture

  • TOP 10 GAMES OF CHINA FOR 2009

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

  • TOP 10 GAMES OF CHINA FOR 2009

www.creatorsofemotion.com


Bridging the divide western development and chinese culture

  • TOP 10 GAMES OF CHINA FOR 2009

www.creatorsofemotion.com


China s past a sign of the future

China’s past: A sign of the future

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Bridging the divide western development and chinese culture

CHINA’S PAST: A SIGN OF THE FUTURE

  • Release Date: Nov. 2008

  • Release Date: June 2009

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Bridging the divide western development and chinese culture

CHINA’S PAST: A SIGN OF THE FUTURE

  • Developer: Five Minutes (Shanghai)

  • Number of players: 23 million DAU through 2009

  • Not on Facebook: Chinese version at Renren.com, later got a port on Tencent’s Q-zone

  • Release Date: Nov. 2008

  • Release Date: June 2009

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Bridging the divide western development and chinese culture

WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • Double Dragon

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Bridging the divide western development and chinese culture

WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • NBA Street

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Bridging the divide western development and chinese culture

WHAT IS CHINA’S CASUAL MMO

  • Micro transactions

  • Mario Kart

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Bridging the divide western development and chinese culture

  • DEVELOPERS IN CHINA

  • More Than 160 Developers Nationwide

50+ Developers

(Perfect World & Changyou)

40+ Developers

(Shanda, The9, EA, Ubisoft & THQ)

30+ Developers

(Tencent, NetEase & Kingsoft)

20+ Developers

(Branches of major developers)

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Bridging the divide western development and chinese culture

DEVELOPERS IN CHINA

A few foreign developers

Focused on Western Market

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Bridging the divide western development and chinese culture

  • HOW TO LEARN FROM CHINESE GAME INDUSTRY?

Learn here first, and export best practices.

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China s culture

China’s Culture

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Bridging the divide western development and chinese culture

  • CONFUCIANISM

  • Humanity

  • Rectification of names

  • Ritual

  • Perfect gentleman

  • Loyalty

  • Relationships

  • Filial Piety

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Bridging the divide western development and chinese culture

  • GUANXI - NETWORK

  • Connections

  • Balance

  • Favors

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Bridging the divide western development and chinese culture

  • MIANZI - FACE

  • Lose Face

  • Give Face

  • Save Face

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Bridging the divide western development and chinese culture

  • NEW INFLUENCES

  • One Child

  • New Influences

  • Catch up to West

  • Property Bubble

  • Consumerism

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Guidelines

Guidelines

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Bridging the divide western development and chinese culture

  • LEARN THE CULTURE

  • Mianzi

  • Guanxi

CONFUCIANISM

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Bridging the divide western development and chinese culture

  • SELECT YOUR EXPATS

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Bridging the divide western development and chinese culture

  • HIRING IS KEY !

Training is a must

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Bridging the divide western development and chinese culture

  • STRATEGY vs. TACTICS

Breaking Large Strategic Goals in small tasks no longer than 1 month

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Bridging the divide western development and chinese culture

  • MASTER COMMUNICATION WITH CHINESE

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Wrapping up

Wrapping Up...

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The future leader in online games

  • ADVANTAGES

The future leader in online games!

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Bridging the divide western development and chinese culture

  • CASE STUDY – CHENGDU CITY

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Bridging the divide western development and chinese culture

  • CASE STUDY – UBISOFT CHENGDU

  • Work In Progress

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Bridging the divide western development and chinese culture

  • THANK YOU

谢谢

  • Q & A

[email protected]

[email protected]

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Appendix

Appendix

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Bridging the divide western development and chinese culture

  • KEY SOURCES

  • Internet and magazine articles

  • Books

  • Li Min “Hattie” – [email protected]

  • Omar Bouali – [email protected]

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Bridging the divide western development and chinese culture

HISTORY – ANCIENT

2100 BC – 221 BC

Source: Wikipedia

  • First dynasty: Xia

  • Mostly warlords waging wars

2100 BC

2010

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Bridging the divide western development and chinese culture

HISTORY – IMPERIAL

221 BC – 1911

Source: Wikipedia

  • Qin Dynasty –Unified China

  • Han Dynasty – Unified language

  • Three Kingdoms

  • Imperial rule ended by 1912

2100 BC

2010

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Bridging the divide western development and chinese culture

HISTORY – MODERN

1912 – Today

Source: Wikipedia

  • 1912 – Republic of China

  • 1949 – People’s Republic of China under Mao – Ctrl-Alt-Del

  • 1978 – Deng Xiao Ping in power

2100 BC

2010

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Bridging the divide western development and chinese culture

“I don't care if it's a white cat or a black cat. It's a good cat so long as it catches mice.”

Source: Wikipedia

Deng Xiao Ping

(1904-1997)

  • Opening Up

  • Socialism with Chinese characteristics

  • One Country, Two Systems

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Bridging the divide western development and chinese culture

COUNTRYANDPOPULATION

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Bridging the divide western development and chinese culture

COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by size

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Bridging the divide western development and chinese culture

COUNTRYANDPOPULATION

Source: PopulationData.net, 2010

Ranked by population

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Bridging the divide western development and chinese culture

ECONOMY

Source: World Development Indicators database, September 2009

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Bridging the divide western development and chinese culture

ECONOMY

Source: World Development Indicators database, September 2009

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Bridging the divide western development and chinese culture

ECONOMY

Source: http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)

List of countries by GDP (nominal)

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